Lakshman Krishnamurthi

Biographic Data

ID152416
NAMELakshman Krishnamurthi
GIVEN NAMESLakshman
FAMILY NAMEKrishnamurthi
SIGNATUREKRISHNAMURTHI L
AFFILIATIONSNorthwestern University
ORCID0009-0004-8502-5932
VERIFIEDYes
TOTAL WORKS6
TOTAL CITATIONS22
WORKS AS AUTHOR6
WORKS AS EDITOR0
FIRST PUBLICATION YEAR1982
LATEST PUBLICATION YEAR1997
H-INDEX3

  • A Comparative Analysis of Reference Price Models

    Richard A Briesch, Lakshman Krishnamurthi et al.ARTICLEJournal of Consumer Research1997Cited by: 14

    The effect of reference price on brand choice decisions has been well documented in the literature. Researchers, however, have differed in their conceptualizations and, therefore, in their modeling of reference price. In this article, we evaluate five alternative models of reference price of which two are stimulus based (i.e., based on information available at the point-of-purchase) and three that are memory based (i.e., based on price history an…

  • The Statistical Properties of the Equity Estimator

    Lakshman Krishnamurthi, Arvind RangaswamyARTICLEJournal of Business and Economic…1994

  • The Statistical Properties of the Equity Estimator

    Lakshman Krishnamurthi, Arvind RangaswamyARTICLEJournal of Business and Economic…1994

    Hill and Cartwright examined the relative performance of ordinary least squares, the Equity estimator, and the Stein estimator on four scanner data sets. Based on this limited simulation, they claimed that the Stein estimator is an attractive alternative to the Equity estimator. In this reply, we demonstrate that their conclusions are not well founded and that a more comprehensive evaluation indicates that the Equity estimator dominates the Stein…

  • Asymmetric Response to Price in Consumer Brand Choice and Purchase Quantity Decisions

    Lakshman Krishnamurthi, Tridib Mazumdar et al.ARTICLEJournal of Consumer Research1992Cited by: 3

    The study investigates whether consumers exhibit asymmetry (i.e., different sensitivity) to negative (“loss”) and positive (“gain”) differences between the reference price and the purchase price in brand choice and purchase quantity decisions. Using panel data for two frequently purchased products with three brands in each product category, we find that consumers loyal to a brand (“loyals”) respond to gain and loss with the same sensitivity in br…

  • The Salience of Relevant Others and Its Effect on Individual and Joint Preferences

    Lakshman KrishnamurthiARTICLEJournal of Consumer Research1983Cited by: 2

    Journal Article The Salience of Relevant Others and Its Effect on Individual and Joint Preferences: An Experimental Investigation Lakshman Krishnamurthi Lakshman Krishnamurthi Search for other works by this author on: Oxford Academic PubMed Google Scholar *Lakshman Krishnamurthi is Assistant Professor of Marketing at the Kellogg Graduate School of Management, Northwestern University, Evanston, IL 60201. The author wishes to thank Brian Sternthal …

  • Comparing Derived Importance Weights Across Attributes

    Dick R Wittink, Lakshman Krishnamurthi et al.ARTICLEJournal of Consumer Research1982Cited by: 3

    Dick R. Wittink, Lakshman Krishnamurthi, Julia B. Nutter; Comparing Derived Importance Weights Across Attributes, Journal of Consumer Research, Volume 8, I